Adidas and Puma were founded by two German brothers, Adolf “Adi” and Rudolf Dassler, who were initially partners in a shoe-making business. Their company, Gebrüder Dassler Schuhfabrik – Dassler Brothers Shoe Factory achieved success. Adolf and Rudolf Dassler started their shoe business together in their mother’s laundry room in Herzogenaurach in 1924. They gained recognition at the 1936 Olympics. The best part is that the brothers initially found success with their athletic shoes.  

But their relationship worsened, leading to a bitter feud and the subsequent split. Adolf founded Adidas, while Rudolf founded Puma. The rift between the Dassler brothers, who founded Adidas and Puma, stemmed from a combination of personal and business-related issues. Their contrasting personalities, business philosophies, and a significant misunderstanding during an air raid incident in World War II all contributed to their falling out.

As with many families, even Dassler brothers had tension from their families. The brothers’ wives did not like each other and with operating and living in the same villa, it eventually came to a head during World War II when the Allies were bombing Herzogenaurach, their village. As Adolf and his wife climbed into a bomb shelter already occupied by Rudolf and his wife, he exclaimed, “The dirty bastards are back again,” referring to the Allied forces. Rudolf felt that the remark was directed at him and his family. But Adolf meant it for the Allied forces. The Allied forces in World War II were an international military alliance formed to oppose the Axis powers primarily Germany, Italy, and Japan. The principal members included the UK, US, Soviet Union and China.

World War II significantly reshaped the world by splitting it into two opposing ideological blocs: the Western, democratic, capitalist bloc led by the United States, and the Eastern, communist bloc led by the Soviet Union. This division, known as the cold war, changed the geopolitical scenario and political dynamics. Dassler brothers Businesses had differing views on the business which led to a growing rift between the brothers. Similarly in some other incident Rudolf also muttered some ugly remarks which were not meant for Adolf, but the misunderstanding kept brewing. Further powering the feud was Rudi’s recruitment into the German military and subsequent imprisonment by the Allies. He believed Adi and his wife were responsible for getting him recruited. 

In fact, the bothers could reign the world: Adolf Dassler was known for his focus on product innovation and technical design, while Rudolf Dassler was a Master of Marketing and sales. They could do wonders. But frequent disagreements and tension within the company, made them officially separated in 1924, with Adolf establishing Adidas and Rudolf founding Puma. Sadly, the brothers’ feud extended beyond their business, dividing their hometown and creating a fierce rivalry between the two brands that continues to this day. 

Adidas is strongly associated with football. It’s a global leader in the sport, sponsoring major tournaments like the FIFA World Cup, UEFA Champions Leagues  as well as top clubs and individual players. Adidas’s long history in football, from pioneering innovative boots to supplying official match balls, has cemented its iconic status in the sport. Lionel Messi and David Beckham were long-standing associations with the brand. 

Puma offers hiking and trail running shoes with features like NITRO Foam and PUMAGRIP Attire for traction, they are more widely recognized for their athletic footwear, apparel, and collaborations in football, running, and other sports. Puma’s Explore NITRO hiking shoes are a recent entry into the outdoor market, designed for various terrains. Puma is associated with a wide range of sports, including football, running, basketball, golf, and motorsport. They also have a strong presence in track and field and team sports like handball, rugby, and volleyball. Recently, Puma has also entered the badminton sport. Puma has several global brand ambassadors. Rosé from the South Korean girl group Blackpink is a global ambassador, representing the brand in various campaigns and storytelling. PV Sindhu, the Indian badminton player, is also a global ambassador, with India being the first country to promote badminton for Puma.

This is how the Dassler brothers’ rivalry gave the sports world two great brands, it gave innovative designs and opened a competitive landscape that continues to influence the industry.  The rivalry drove innovation leading to better products. Both Adidas and Puma are leading brand in sports world.

December is always a cheerful yet busy time of year no matter where you are in the world. You see lot of activities and festivities taking place. It is the last month of the year; people just want to enjoy it. The streets, gardens, churches, shops, and restaurants are lit up. The cool breeze has joie de vivre in it. It’s a great time to get away from home and travel somewhere to a different destination. I also like Christmas because there is an aroma in the air. More than 70% of human emotions are based on the smells. In addition, the memories of smells are saved in mind longer than visual or auditory one. The Christmas cookies, cakes, fudges, pudding and pastries add yummy smacking energy in the air. Aroma-marketing helps in increasing sales.

The pleasant smell of baked cookies and fresh-baked bread is inviting. The scent of new shoe leather or new sneakers is unforgettable; the floating aroma of freshly brewed coffee and tea is so tempting. Aromas are nurtured longer in mind and memory that is why lately the aroma-marketing (in hotels, restaurants, shops) is gaining momentum and helps to popularize the location. Aroma-marketing has a direct effect on the increasing of sales. Many major hotel or restaurant chains even “fix” a particular smell for them, for which they can be recognized.

Obviously, aroma-marketing in Christmas holidays is in demand. Favorites are the familiar scents of tangerine, pine needles, frosty freshness, peppermint, delicious pastries, sweet ginger cookies or chocolate Christmas cupcakes, the smell of chocolate and cocoa. In addition to a pleasant mood, according to the statistics, the customer loyalty increases by 20-25%.  Aroma-marketing on different markets increases sales by 7-27%, return visit to the outlets increases by 15-20%.

Marketers try to create real experience and stronger connections especially during the festivity like Christmas.  Today technology is plentiful and influences our daily life.  We have everything we need at our fingertips; we need not even step out of our homes, we get everything on our cell phones, tablets, and laptops at a click of button. But, during this time of the year, people prefer getting out from their cozy zones and like to experience the real shopping experience.

Creating sensory signatures across multiple senses in an integrated way multiplies the effects of individual sensory elements to create a bigger impression.  This is known as the multiplier effect in marketing.  By incorporating a festive mix of music, visually appealing décor, and nostalgic scents shops and restaurants invite customers.  The holistic effect is an authentic feast for the senses invites and influences holiday shoppers. Research has found that shoppers’ evaluations of stores tend to be highest at the time of year when festive music is being played, this effect enhances when the music is paired with festive scent. The research found that when music and scent were matching it makes a very positive effect on sales.

During the magical holiday season, where consumers are seeking ideas for gift purchases, retail experiences can attract shoppers into stores, inspire purchases, increase dwell time and create brand affiliation.  The opportunity to enhance a retail environment is never more appropriate, available, accepted and even expected. Consumers expect the experience of Christmas long before from end of November.   They are in festive mood and like to be nostalgic, excited.  The right experience can be a hidden persuader to the consumer with gifts to buy.

Christmas is a time of giving and sharing. It is a wonderful time of the year. From kids to older people wait for this time of the year because there is so much each one plans to do; listening to Christmas carols with a cup a cocoa is one that is matched by very few other things in life. Snuggling in a blanket with family and friends, and humming these tunes can cheer one up immensely. It encourages a feeling of closeness, and leads one to feelings of joy no matter even if someone has experienced few bad things in life.

Fairy lights and pretty decorations: New lights and fresh decorations mixed with old ones give a feeling of warmth and happiness. When these are up, everyone knows that Christmas is near, and this is enough to brighten even the gloomiest of moods. Decorating a tree is a pleasure worth experiencing in life; from draping garland, avoid branches bulging between tightly cinched garland strands between each wave. This joy is compounded when you know there is a gift waiting for you under the tree. Everyone likes to be pampered with a gift.

Family get-togethers:  This is the time when all your favorite near and dear ones gather. It is a feast time. With all the traditional dishes and sweets, the house full of festivities, and we feel like one big happy family. Yes, there is the occasional family drama, but hey, that’s what Christmas is all about. Forget all grudges, get it out of system.

Nothing evokes the holiday season like the invigorating smell of an authentic white pine and birch. The scent of fresh evergreens and crisp pine needles is stimulating also, thyme notes clear the mind and sharpen one’s focus. Colorful and lovely Orchids along with a warm message on post it note are so uplifting and relieve depression.  Warm apple cider spiced with cinnamon, clove, and whole peppercorns topped off with a subtle hint of orange peel creates cozy and nostalgic aroma.  Do you know, a lot of people think that cinnamon is the best scent of Christmas?  Another scent is cool peppermint – when it is balanced with warm, frothy vanilla it creates a comforting wintry aroma. This Christmas enjoy the aromas, pamper your senses.

Merry Christmas & Seasons Greetings to one and all!!!

Brand positioning is crucial for differentiating a brand and shaping consumer perceptions in a competitive market. Disruptive market positioning, through strategies like Stealth, Reverse, and Breakaway Positioning, enables brands to stand out by redefining consumer expectations. These strategies can be effective at different stages of the Product Life Cycle (PLC). Air India and Vistara merged on November 12, 2024, creating a single full-service airline under the Air India brand. The merger makes Air India the only full-service carrier in India. This merger exemplifies Breakaway Positioning, creating a unique market identity by blending luxury and affordability. Successful brand positioning requires focusing on unmet needs and untapped markets, broadening appeal beyond competitors for long-term success. Disruptive brand positioning is a marketing strategy that challenges traditional marketing methods to differentiate a brand from competitors. It involves reconfiguring existing attributes to create a disruptive thought in consumers’ minds. 

This paper talks about disruptive brand positioning which is a marketing strategy that challenges traditional marketing methods to differentiate a brand from competitors. It involves reconfiguring existing attributes to create a disruptive thought in consumers’ minds. Disruptive brands challenge the status quo and traditional category conventions. They use innovative, unexpected, and attention-grabbing tactics, they don’t shy away from risking controversy.

While brand positioning is the process of establishing a unique and compelling identity for a brand in the minds of consumers, setting it apart from competitors. It focuses on creating a distinct perception that aligns with the target audience’s needs, aspirations, and values, ensuring the brand holds a meaningful and differentiated place in the market. By clearly communicating the brand’s value and relevance, effective positioning shapes consumer preferences, drives purchase decisions, and builds loyalty. It also enables brands to justify premium pricing and achieve long-term success. Successful brand positioning is grounded in a deep understanding of the market, consumer insights, and the competitive landscape.

Disruptive Market Positioning help in today’s highly customer-centric world, the market is saturated with numerous competitors and brands, all vying to fulfil basic consumer needs. Even if the firm has a superior product that meets those needs better, standing out in such a competitive landscape can be challenging. This is where Disruptive Market Positioning becomes a game-changer.

By breaking conventional norms and redefining market expectations, disruptive positioning allows a  product to capture consumer attention and carve out a unique space. It’s not just about being better—it’s about being different in a way that resonates deeply with marketer’s audience.

Disruptive Market Positioning is best utilized in different phases of the Product Life Cycle (PLC) to spark curiosity and drive consumer engagement. It targets markets that are: underserved but have future potential or thriving with competition but not fully catering to all segments or addressing necessities with better solutions. Let’s look at few types of disruptive marketing positioning strategies.

Stealth Positioning

Stealth means sneaking, secretive strategy where a product is introduced discreetly or disguised in a way that makes it seem less threatening, unfamiliar, or complicated to the target market. It doesn’t challenge existing categories but takes a fresh approach in the introductory phase. This strategy is often employed after previous product failures or when there’s resistance to more overt market strategies. The goal is to gain gradual traction without attracting immediate attention or competition. The aim is to move the product from Introduction to Growth stage. In 2015, Starbucks started what turned out to be a nationwide controversy with the design of its traditional Christmas cups. Each year, the coffee brand releases a unique design for its holiday cups, but the 2015 design was thought by some to be very understated, too plain, and not festive enough! Pundits, consumers, and critics voiced their opinions about the design. The whole ordeal sparked a massive media buzz about the product worldwide. It later turned out the controversy was fake: very few people hated the cup, but the stir caused Starbucks’ sales to soar. We describe this example as Stealth Positioning.

Another example is Tom Hanks’ powerful portrayal of a survivor stranded on a deserted island in “Cast Away” also featured stealth marketing. He played a FedEx delivery man who finds himself in a life-and-death situation. Throughout the movie, FedEx branding and packages are featured prominently, in which Hanks’ character keeps his sanity by vowing to find his way back home to deliver a letter. The movie’s underlying message was, come hell or high water, FedEx will deliver and get the job done. 

Reverse Positioning

Stripping a product to its baseline, removing non-essential features, and reintroducing it with selectively added attributes to create a unique competitive position. It moves the product from the Maturity Phase back to the Growth Phase in its PLC. The best example we give here is of   the brand “Dove,” which instead of solely focusing on the hygiene aspect of soap, actively promotes body positivity and self-acceptance through campaigns that celebrate women’s natural beauty, effectively creating a deeper emotional connection with consumers beyond just the product itself. 

Another example is of reverse positioning in India is IKEA, which entered the furniture market by focusing on offering affordable, self-assembly furniture, going against the traditional model of high-end, fully assembled pieces offered by other furniture stores, thereby attracting a large customer base who were looking for value and design without the high price tag; essentially “reversing” the expected experience in the furniture buying process. The low-cost, flat-pack design unlike competitors who emphasize on  high-quality, pre-assembled furniture, IKEA focused on providing accessible, flat-pack furniture that customers could assemble themselves, lowering costs significantly. IKEA stores are designed to be interactive, allowing customers to explore and build their own furniture, creating a unique shopping experience. 

Breakaway Positioning

This strategy allows a product to break free from its current category and position itself within a new one. This shift influences how the product is perceived and consumed by the consumer, creating a fresh identity and appeal. It moves the product from the Maturity Phase back to the Growth Phase in its PLC. A major example of breakaway positioning in India is “Swatch watches,” which positioned themselves as a fashion accessory rather than a high-end luxury timepiece, effectively separating themselves from the traditional Swiss watch market and creating a new category for affordable, stylish watches in the Indian market; essentially “breaking away” from the established perception of expensive watches. A breakaway campaign stands out, as it can connect with the consumer at a different level. The brands which follow breakaway strategy always try and maintain their niche. They create their own image in the mind of consumers which can’t be associated with any other brand. This helps the brand in retaining their consumers. Brands create their niche by introducing such features which are not available in any other product, or the pricing is such that no other brand can match it, etc. Once the brand establishes itself in this type of strategy, consumers also get interested in other products from the same brand.

Nestle’s breakaway was a brand of chocolate-covered digestive biscuit from Nestlé called Kit Kat, which started production in 1970 in the United Kingdom, manufactured by Rowntree Mackintosh Confectionery. Nestlé acquired the brand in 1988. This somewhat simple name was derived from the Kit Kat Club, an exclusive 18th-century club for the elite in London. The name was chosen to add a hint of sophistication and grandness to this sweet and smooth snack.

Positioning Strategies and Product Life Cycle Stages

Disruptive positioning” is used by marketers at distinctive Product Life Cycle (PLC). This refers to a marketing strategy where a company purposely challenges the established norms within a market by introducing a product or service that disrupts the existing competition, often by targeting underserved segments or offering a fundamentally different value proposition, which can be particularly effective during the growth or maturity stages of the PLC when the market becomes saturated with similar offerings. 

Conclusion

A prominent example of a disruptive strategy in India is Flipkart’s entry into the e-commerce market, where they successfully challenged established players by offering a convenient online platform with a robust delivery system, targeting a previously underserved market segment in India, ultimately becoming a major player in the Indian retail landscape; effectively disrupting the traditional brick-and-mortar retail model. To successfully implement brand positioning strategies, brands must shift focus from industry competition to alternatives and non-customers, broadening the scope of how customer needs can be met.

A disruptive strategy can benefit a firm by allowing them to tap into new market segments, gain a competitive advantage by offering innovative products or services at a lower price point, potentially disrupting established players in the industry, and driving significant growth by creating new customer bases; essentially, it can open up new opportunities and challenge the status quo, forcing a company to adapt and innovate further. 

This paper is written by author as an empirical study based on secondary data.

Time is considered the most precious thing because it is a limited resource that cannot be recovered once spent, making every moment valuable and emphasizing the importance of using it wisely to achieve goals and live a fulfilling life. Unlike money or possessions, we  cannot earn more time once it’s gone. 

Stephen Covey, author of the 7 Habits of Highly Effective People, took Eisenhower’s words Eisenhower who was 34^th President of USA and planned and supervised two of the most consequential military campaigns of World War II, and used them to develop the now-popular task management tool known as the Eisenhower Matrix. The Eisenhower Matrix is also known as the time management matrix.

The time management matrix is divided into four quadrants, each representing a different category of tasks. They can be categorized as urgent and important, not urgent but important, urgent but not important, and not urgent nor important.

Covey says that all things are created twice: before we implement/ act, we should act in our  mind first. Before creating something, measure twice for.  Thinking before acting is crucial because it allows you to carefully consider potential consequences, make informed decisions, avoid mistakes, and ultimately achieve better outcomes in any situation, whether it’s personal or professional; essentially, taking a moment to analyse the situation before acting can prevent impulsive decisions that might have negative repercussions. This quadrant is placed at top right.

The four quadrants of TIME Matrix:

Quadrant 1 URGENT (Emergencies)

It’s for tasks that are both urgent and important and require immediate attention. Points such as unforeseen emergencies, pressing deadlines, critical problems needing immediate resolution, urgent client requests, last-minute project changes and breaking news requiring immediate response go in this quadrant.  This quadrant is placed at top left.

Quadrant 2 IMPORTANT/ NOT URGENT(Prevention Planning)

Typically, this quadrant includes tasks that are important but not urgent – meaning they contribute to long-term goals, personal development, planning, and activities like relationship building, which while not needing immediate attention, are crucial for future success; essentially, tasks you should “schedule” to prioritize in your time management.  Things like relationship building, strategic planning, risk mitigation, systems set up, and health or recreational activities, staff welfare, etc go in this quadrant. In my opinion this quadrant is carries procrastination which most people tend to delay the commitments in this quadrant because they’re not urgent (yet).

Quadrant 3 NOT IMPORTANT (Interrupters)

Activities falling in this quadrant may demand immediate attention but lack real significance in the bigger picture, often they include breaks like unnecessary emails, phone calls, or meetings that can distract you from more important priorities; the key strategy for managing this quadrant is usually to delegate these tasks to others or find ways to minimize their impact on your time. This quadrant is often considered the interruption zone as tasks here can pull us away from focusing on truly important work. Unimportant emails that require a quick response, attending a meeting that doesn’t directly relate to organization’s  key goals, responding to non-critical notifications and handling small, immediate requests from others that don’t align with your priorities. This quadrant is placed at  bottom left. 

Quadrant 4 NOT URGENT NOT IMPORTANT(Time wasters)

Tasks in this quadrant are often removable or reduced. Items such as excessive social media use, unproductive meetings, workplace drama, politics etc go in this quadrant. Things falling in this quadrant cause the least amount of stress, not directly related to overall or time-sensitive goals. This quadrant is located bottom right in the matrix.

Why do we call time the most precious? Time is non-renewable: Once a moment passes, it’s gone forever.  Everyone has the same amount of time each day. We give importance to time only if we respect our time and other’s time. How you spend your time directly shapes your life and opportunities. This quadrant placed at right side of the bottom.

Conclusion

The benefits of time matrix are managing time for greater benefits. It includes greater clarity, greater capability, and greater confidence. When you are clear on the best use of your time, you become more focused and productive. Good time management helps you achieve bigger goals, reduces procrastination, and increases productivity.

VALS stands for Values, Attitudes and Lifestyles. This is trademarked strategic tool which applies to psychographic consumer segmentation. VALS was developed in 1978 by social scientist and consumer futurist Arnold Mitchell and his colleagues at SRI International (Strategic Resource Inc). It was immediately adopted by advertising agencies and is currently offered as a servicing product by SRIs. VALS reflects a real-world pattern that explains the relationship between personality traits and consumer behaviour. VALS uses psychology to analyse the dynamics underlying consumer preferences and choices. VALS not only distinguishes differences in motivation but also captures the psychological and material constraints on consumer behaviour. VALS is based on personality research with specific components of social behaviour. VALS asserts that people express their personalities through their behaviours. Actions speak louder than words. People with different personalities engage in different behaviours or exhibit similar behaviours for different reasons.

VALS is based on eight parameters of consumer segments: innovators, thinkers, achievers, experiencers, believers, strivers, makers and survivors. Market segmentation is designed to guide companies for tailoring their products and services to appeal to the people who are most likely to purchase them.

INNOVATORS

Are the class of consumer at the top of the VALS framework. They are ready to try new products/services, and they are characterized by High income and high resource individuals for whom uniqueness is very important. They have their own individual taste in things and are motivated in achieving the finer things in life.  For example, during this year’s scorching summer heat was drawing people out to cafes serving cold beverages like iced coffee and tea as well as summer-specific products, according to multiple industry executives. National chains such as Third Wave Coffee, Chaayos, AbCoffee, and Boba Bhai said they registered increasing footfall at their cafes across northern India, in particular offering a stark contrast to reports of dipping sales at restaurant chains in the region that is battling record summer temperatures. Upcoming cities in North India are full of young innovative consumers who are ready to try new ideas, new beverages, new foods, new dressing styles.

THINKERS

This category consumers are well educated; they are professional and rational thinkers. These are the people who have high resources and are motivated by their knowledge. These are the rational decision-makers and are well informed about their environment. Their objectivities are clear, they analyse, they think skeptically about their requirements.  In my opinion Apple is the right example to define achievers.

Apple’s iPhone design is psychologically appealing, and some say it was designed to be intuitive and user-friendly. Steve Jobs was design thinker; a man obsessed with “BEST” for everything he ever put his hands on. He had a laser-sharp focus on building great products. He drove people crazy while building the vision for the products and searching for solutions in places which no one had seen before. His main mantra was a product must be simple for handling yet must have unique features. He was obsessed with the product design and to this day Apple products are the most user-friendly products in the market.

ACHIEVERS

In the Values and Lifestyles (VALS) framework, achievers are consumers who are motivated by achievement and have high self-esteem. Achievers are successful, goal-oriented, and work-oriented people who are satisfied with their jobs and families. They are politically conservative, respect authority, and are image conscious.  Achievers are confident and go for established brands and products to show off their success to their peers and family. They are also brand loyal and prefer services and products by using which they can show off their growth. Nike is an inspirational brand.  Just like every athlete at the top of their game; Nike has a burning desire to be at the top and stay there. Undisputed. And that winning mentality is evident in everything the brand does from its innovation to its branding.

I feel brand Nike is mean t for the achievers. represents a coach personality by encouraging, guiding, demonstrating, motivating and holding their audience responsible for their success or failure. Their tagline “Just Do It” is a call to action, a way of life and a belief that you can achieve what you want, if you want it bad enough.

EXPERIENCERS

These consumers are the high-resource group of those who are motivated by self-expression. They are the youngest of all the segments, with a median age of 25. They have a lot of energy, which they pour into physical exercise and social activities. They are consumers who are motivated by self-expression and have high resources. Coke is brand for the experiencers.

The younger consumers love drinking Coke, because consciously or subconsciously they relate Coca Cola with happiness, the zing thing, coolness. Coke has made it their business to associate the brand with that word by aligning the brand with every happy moment you can think of from Christmas to Summer holidays. Their advertising and communication consistently display happiness and enjoyment. The coke consumers are carefree and fun loving which encourages the audience to forget their fears and stress and enjoy the moment by having “A Coke and a Smile”.

BELIEIVERS

This segment of consumers is the low-resource group. They get motivated by ideals. They are conservative and predictable consumers who prefer local but established brands. Their lives are cantered on family, community, and the nation. Their choice and tastes can be predicted. Their lives are family-centred, they care for their community, and the nation. They follow routine life. And they respect law and order. I give hereby Amul’s example for the believer’s segment.

Amul is a loved brand in India with its minimal traditional advertising. Because Amul is trusted for its quality and is affordable. This combination makes it accessible to a wide range of consumers. Established in 1946, Amul has a rich history and is associated with the cooperative movement in India. It has built a reputation over decades, creating a strong emotional connect with consumers. As a cooperative brand, Amul is owned by millions of farmers. This model fosters trust among consumers, as they feel they are supporting local farmers and the rural economy. Amul consistently introduces new and innovative products that cater to changing consumer preferences. From traditional dairy items to ice creams and snacks, the brand keeps evolving. Amul’s popularity comes from word of mouth and community endorsements. Generations of consumers have grown up with Amul products, and they often recommend them to others. It’s iconic mascot, the Amul Girl, and witty, topical ads on hoardings have created a strong brand presence. These ads resonate with the believers and often go viral, generating buzz without traditional advertising. Most importantly, , Amul products evoke nostalgia, reminding them of their childhood and family traditions. This emotional connection helps maintain customer loyalty.

STRIVERS

Consumers in this segment are also low-resourced consumers who are motivated by achievement. They have scores very similar to the achievers but have fewer economic, social, and psychological resources. Style is the primary consideration in consumption. They try to imitate people they admire such as the famous film starts, actors, socially famous people etc. I give here an example to prove how Meera Kulkarni – the owner of ‘Forest Essential’ cosmetics brand chose 15 years old Dharavi slums girl Maleesha Kharwa as the face of their Yuvati campaign to empower young minds and to demonstrate that dreams are for everyone, regardless of background. The campaign also supports Project Paathshala, which provides education to children from underprivileged backgrounds. Meera Kulkarni, owner of Forest Essentials affirms that women’s empowerment has been a key pillar for the brand from its inception, Kulkarni now sees a niche that needs filling and is on a mission to empower young girls with the tools for education to help enhance their passion and confidence to achieve purpose of their lives.

MAKERS

Makers represent low resource consumers who are motivated by self-expression. They are practical people who value independence. They focus on family, work, and physical recreation. They are less interested in the broader world outside their focal point. They live their life in their limited zone. They don’t take interest in the broad world around them; they are not interested in the macro existences. The makers buy the daily required products, and they consume these products higher than other segments. For example, an increasing number of men in India from lower income group are becoming image-conscious and taking care of their skin and hair. The brand ‘Real Man’s’ beard wash claims to soften and relieve itching; it features a very gentle lather that is soft enough for the face, and tough enough to handle curly, coarse beard hairs. According to the manufacturer, the beard shampoo is chemical, sulphate and paraben free, which improves and retains the hair’s natural oils and reduces frizz over time. It has bagged a big chunk of market share.

SURVIVORS

These are consumers with low resources and who are not motivated by any of the primary motivators: survivors are typically older consumers who are cautious and avoid risks. They enjoy routines and are loyal to brands and products. They are the least likely to invest in new products or services.  These are price sensitive consumers therefore, marketers should focus on price sensitivity, trust, and loyalty when marketing to survivors. They should also consider that survivors will only buy a product if they realize its importance. Survivors are at the bottom of the VALS framework rectangle, along with strugglers. At the top of the rectangle are innovators, who have high resources and are driven by their principles and surroundings. They buy smaller portions of products, and they usually don’t store  goods.

CONCLUSION

The VALS (Values and Lifestyles) framework helps marketers by helping them understand consumer motivations and reach consumers more effectively, tailor the product, improve packaging, distribution network, change the design, go for product rejuvenation.

Content marketing is the practice of creating and sharing useful online content like blog posts, YouTube reels, vlog, guides, and videos to attract and engage customers. Traditional advertising has been overtaken by social media which has allowed news and information from across the web to be accessed in real time. Many people tune into social media first to find out what’s going on and what’s trending. Access to this large built-in audience data, whose usage is frequent, is a gift to organizations. However, since listeners can organize their own feeds by following specific accounts and then are served more with more content of their choice which is done with help of algorithms is a boon to buyers and organizations. Companies can’t expect their target audience to find them, instead they need to generate efforts like paid amplification, influencer marketing and employee advocacy to help their content get seen and their messages get heard by target audiences.

Since the last decade, traditional television advertising has significantly lost its sponsorship to a high production value in content marketing. That evolution has seen even bigger disruption as the television, radio and press advertising that once reigned the advertising world.

Content marketing has been ruling ad world by increasing organic visibility. It drives more traffic to the digital content created by the company and boosts brand’s awareness and visibility. The company must create content that matches their target audience’s needs. CarryMinati is the most popular and the biggest YouTuber in India. CarryMinati, also known as Ajey Nagar, is a comedian from India who makes videos about playing games, rapping, and has a lot of fans on YouTube. Indian consumers prefer comedy genre of content, and it takes the top spot, while VIPs and celebrities are at the other end of the ranking. Lifestyle brand Arctic Fox famous for its backpack bags has announced YouTube content creator Carry Minati aka Ajay Nagar.

As of November 2023, cricketer Virat Kohli is the most followed Indian celebrity on social media, with approximately 375 million followers. He was also the most valued celebrity in the country, with a brand value of over 227 million U.S. dollars. That’s the reason he is brand ambassador for most products: brands like Blue Tribe, Rage Coffee, Philips, and Audi. Virat endorses Myntra, Puma, Philips, and more, aiding companies to enhance brand visibility and market appeal.

Content marketing generates more conversions. It turns more traffic into leads and sales by providing useful and engaging content that attracts the target audience and makes them feel comfortable doing business with a brand.  Because it differs from other marketing methods in which it doesn’t interrup or annoy the customer’s time with sales pitches. Instead, it seeks to provide them with valuable information that solves their problems and answers their questions. It is a strategic approach to attract, engage, and delight target audience with valuable and relevant information.

Coca-Cola. Content is central to Coca-Cola’s messages in all its promotional campaigns. The brand thrives on modern problems faced by a worldwide audience. The 70/20/10 rule used by Coca-Cola classifies content into low, medium, and high risk, helping the brand to allocate time and resources accordingly. Low-risk content comprises 70% of the total content created as it has minimal risks, is less controversial, and does not take much time to produce. Cola-Cola. With approximately 1.1 million visitors a month, is seen maximum on social media. Coca-Cola’s digital magazine Journey has been wildly successful at creating audience-focused globally.

Traditional media includes all outlets that lasted before the internet, such as newspapers, magazines, TV, radio and billboards. Before online advertising, companies typically allocated most of their marketing budgets to traditional media with the goal to increase their brand awareness and attract new customers. Even today, many businesses continue to rely on traditional media for their marketing and advertising campaigns, which can be very effective if their target consumers regularly engage with these forms of media.

LinkedIn the social media platform is one of the most successful content marketers out there today. By encouraging its members to publish original and well-researched, longform content, the platform has created countless educational and promotional opportunities for brands looking to get their names known. Its library of content created specifically for digital marketers has braced full of insightful industry advice and expert tips in the form of eBooks, presentations, and webcasts.

Even, Amul adopts a comprehensive marketing approach, characterized by its iconic mascot Amul Girl campaigns and consistent content marketing efforts, which resonate with its audience. Another important aspect of Amul’s marketing strategy focuses on its diverse product portfolio. The brand has developed a witty formula to connect with its customers. Amul uses comic strips, fun elements, and powerful taglines to pitch their industry presence as a voice for many social issues. They use their brand for current issues awareness. Amul uses the technique of moment marketing by creating content on trending things happening now.

Some famous content marketing agencies in India are Elatre creative marketing agency, SEO Discovery, MMG Technologies, Content Spotlight, which are famous for digital Strategy, website development, search engine optimization etc.

Zomato multinational food aggregator and food delivery company knows how to bring out the hidden “foodie” in all of us. Zomato is so clever with its content marketing skills that it knows just how to grab mind shares of the people. Zomato has a good understanding of its target market. The brand understands what motivates people to utilize its services and it never fails to excite them.  Zomato’s content marketing strategy revolves around providing value-rich content that resonates with its audience. Through blog posts, articles, videos, and infographics, Zomato offers a treasure trove of food-related insights, trends, recommendations, and culinary inspirations. So many cloud kitchens, street food vendors and restaurants have gained fame and fortune because of Zomato.

Content marketing helps to build relationships, foster loyalty that leads to repeat purchases and word-of-mouth recommendations.

GE hits the mark when it comes to publishing original and provocative content. From Pulitzer-prize winning photographers to Forbes journalists, GE has recruited top-notch talent to create high-quality content that gets picked up not only by industry experts, but audiences in general and even the media.

Today organizations cannot survive without email marketing, social media marketing, SEO, public relation, pay-per-click, marketing funnel, digital marketing. One thing for sure, marketing today is impossible without great content.

Brands need to understand whether the shock factor can be effective.  At times the content   might be considered poor in taste. A shock advertisement can attract attention, but if it leaves viewers with intense feelings of discomfort or fear without a clear message, the negative impact can reduce the brand’s reputation. Shockvertising uses shocking visuals, comedy, disgust, or events to capture attention and extract powerful emotions. While supporters claim it improves memorability and brand recall, detractors point to its inclination to offend, exploit weaknesses, and promote negative stereotypes.

Zomato an Indian multinational restaurant aggregator and food delivery company was careful about using abusive language in its commercials. However, it ended up ignoring the danger of its delivery executives for the sake of advertising its fast delivery policy. In this famous ad commercial that starred Hrithik Roshan and Katrina Kaif, Zomato faced a huge backlash from netizens. The complaints were about how its delivery executives were ill-treated for the sake of delivering orders in an express way. The criticisers mentioned that instead of spending money on commercials that promote further deterioration of its employees, Zomato shall spend money on their wellness.

Shock advertisements employ graphic imagery and blunt slogans to highlight their message they include public policy issues, goods, public practices, cultural issues, and services. Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzzing. It tries to attract an audience to a certain brand or bring recognition to a certain public service issue, health issue, or cause. An example is urging drivers to use their seatbelts, promoting usage of condoms to avoid STD sexually transmitted diseases prevention, bringing awareness of racism, gender equality and other injustices, or discouraging smoking among teens.  Fear appeals work best when they fill fear and provide a solution or a positive course of action. If done effectively, these advertisements can raise awareness of vital issues and prompt people to make informed choices.

This form of advertising is often controversial, disturbing, categorical and crass, and may involve bold and challenging political messages that challenge the public’s conventional understanding of the social order. This form of advertising may not only offend but can also frighten as well, using scare tactics and elements of fear to sell a product or deliver a public service message, making a “high impact.”

Union Minister for Road Transport & Highways Nitin Gadkari shared a video of Actor Akshay Kumar for the actor’s latest PSA (public service announcement) on road safety topic and thanked him for his efforts in spreading awareness on road safety issues After announcing that it will soon be mandatory for automakers to fix a seat belt alarm system in cars. Akshay Kumar was seen highlighting the reasons why one must travel in a car with six airbags. The one-minute clip has spread an excellent message very well.   

In the above ad CNN has shown how kids get terrified with their drunk parents.  The ad looks gruesome imagery.  Social scientists have long debated the effectiveness of shock advertising. Some scientists argue that shocking ads of course evoke stronger feelings among the consumers. One finding suggests “shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior.”  The same study also shows that consumers are more likely to remember shocking advertising content over advertising content that is not shocking. 

Conclusion

The effects of shock advertising could also be explained by the theory of selective perception. Selective perception is the process by which individual selects, organizes and estimates stimuli from the external environment to provide meaningful experiences for him or herself. This means that people focus on certain features of their environment to the exclusion of others. The consumer unconsciously chooses which information to notice and this kind of selection is dependent of different perceptual filters which are based on the consumer’s earlier experiences. Often advertisers see a filter which is emotive defence. Perceptual defense is the tendency for people to protect themselves against watching fearful ads. This means that if a consumer finds a certain kind of advertising content threatening or disturbing, he will avoid watching the ad. An example of this a heavy smoker who could be filtering out a picture of cancer sick and rotten lung since the content could be perceived as disturbing and uncomfortable.

Direct-to-consumer shock advertisements are common in popular magazines, and particularly aimed at women’s hygiene, breast feeding, anti-smoking, usage of condom, alcoholism etc. Using shocking pictures could affect the way consumers perceive brand and quality of a product. The ethics is always important to have in mind, as using fear or other strong messages might not always be the best and most effective method to use.

Retro brands also called nostalgic brands help the consumers to connect emotionally with them. Nostalgic branding involves incorporating elements from the past, such as antique designs, retro packaging, fragrance, taste, or classic advertising slogans, into a brand’s image and personality. It captures the nostalgia and charm associated with a specific period. Retro items are classical belonging to golden era, yet newly manufactured by incorporating elements, colors, patterns, and materials reminiscent of the designated era. The marketers use symbols from the past to associate the modern product with the audience’s fond memories.

Fashion is a typical cyclical trend that alternates between the past and the present constantly. Retro fashion trends are making a comeback.  Flared wide jeans, oversized blazers, platform shoes, flared skirts, palazzo, saree, tight salwar kameez are becoming popular once again. This reflects the cyclical nature of fashion trends, where styles that were once considered outdated have become fashionable again.

Retro music, retro outfits design, retro jewellery, and retro food items experience cyclical demand. Retro garment style or design are often made from contemporary fabrics, using modern machinery and methods. It is given a modern feel. Fashion trends come back in market back over time, bringing with them a sense of nostalgia and a renewed appreciation for previous styles. There has been a surge of revival in retro styles in ethnic wear that catches attention in the fashion, resulting in a delightful combination of the old and the new. In today’s digital age, social media campaigns are a crucial component of retro marketing for businesses.

In the last few years, we have witnessed many legacy brands taking birth again. Among white goods products we saw Kelvinator and BPL getting revived. Kelvinator brand was revived in 2019, when the retail arm of Reliance Retail signed a licensing, manufacturing, marketing, and distribution deal with Electrolux. They currently sell a range of appliances of whitegoods under the Kelvinator brand. Similarly, Reliance has acquired the license to manufacture and market consumer durable products under the BPL.  Both brands were iconic brands and ruled the market in the 80’s and the 90’s. In both the cases, Reliance Retail was instrumental in bringing them back.

Reliance Consumer Products, the fast-moving consumer goods (FMCG) arm of Reliance Retail Ventures Limited, had also acquired Campa Cola from Pure Drinks Group in August 2022 for Rs 22 crore. the iconic Indian soft drink brand Campa Cola is making a comeback in the country’s market.

API (Automobile Products of India) used to manufacture the famous Lambretta brand of scooters. It was the first Indian scooter manufacturer. The early models were the Lambretta 48, a 48-cc moped and the D and LD – Series of scooters. This brand of scooter is now going to re-enter the Indian market in a new avatar, which will be the electric version. The Lambretta electric scooter will be showcased to the public at the Milan Motorcycle Show in 2023(an annual trade show in Milan, Italy featuring two wheelers) and the same model will be produced in India a year later, in 2024. The brand is planning to recreate the magic of its past. They are going to partner with Bird Mobility for the comeback in India. According to news reports, the Lambretta electric scooters will launch their premium version of their models.

But Lambretta must handle a tough challenge in hand as the remaining equity of this brand hardly exists and the generation that experienced the earlier Lambretta is way past its prime. How much of that brand equity will be leveraged remains to be seen. It is almost like a brand-new product launch from scratch with new features. Lambretta V125 is expected to launch in India in July 2024 in the expected price range of ₹ 80,000 to ₹ 90,000.

Lots of devices, including CD players, polaroid cameras, and MP3 players, have shot up in sales over the last few years. However, perhaps the most popular device that is growing in popularity is the classic flip phone that most people had back in the ’90s and early 2000s before smartphones came about.

There is too much information out there for our minds to consume. Every streaming platform has thousands of movies and TV shows to watch, every news outlet can flood our smartphone with stories 24/7, and the content we scroll through on social media is endless.  Although the Gen-Z may be grateful for their devices, they probably wonder what it was like for their parents and grandparents before all this technology was not available.

Despite past troubles with comic sales, technically speaking, comic books never went away. They had been around for decades and enjoyed readership for ages. Who can forget Archie comics? Arguably the most successful non-superhero comic book ever, Archie debuted in 1941. In an era of superhero comics like Captain America dominating the scene, how did Archies come about? The fictional teenagers Archie Andrews, Jughead Jones, Betty Cooper, Veronica Lodge, Reggie Mantle, Sabrina Spellman, Josie and the Pussycats and Katy Keene were adored by the world.  It enjoyed fans from the age of 7, all the way up to 70. The characters of the comic have remained young forever.

No wonder, Zoya Akhtar directed “The Archies” with new Bollywood stars. It is a nostalgic tribute for people of a certain vintage era. Archie Comics were first published in December 1941 in Pep Comics. The comics, set in the fictional town of Riverdale, told the story of an archetypal American teenager, the red-headed, freckled Archie Andrews, and his friends.

Culture constantly recycles the past by bringing it into a new and improved look in the present. Technological advances have made it easier for businesses to create retro themed products and concepts in the most unique ways. Retro themes are popping up everywhere.

Recently, in the movie Rocky Aur Rani Ki Prem Kahani, director Karan Johar cleverly used a retro hit to trigger the nostalgia factor which added to Dharmendra and Shabana Azmi’s chemistry. Good versions of old songs can also help boost the streams of the original compositions. “Abhi na jao chodkar” the old classic song made the movie a hit. 

Businesses can benefit greatly by capitalizing on the consumer’s fascination with the past and the positive memories associated with it through retro marketing. The nostalgia associated with classic brands and trends is making a big impact in the consumer market. In today’s technology-driven world, people are beginning to realize the value of tangible and emotional things. Vintage t-shirt shops are popping up in major cities, making retro branding a trend that’s here to stay. Marketers are enjoying the reintroduction of vintage products.

Challenges faced by Legacy brands

Most legacy brands are almost over 3 decades old and catered to a different generation. Today, when these legacy brands seek to re-enter the market, they are selling and talking to a totally a new breed of audiences who hardly remember the earlier equity and values that these brands delivered years back. While the market presents an opportunity, but one is not sure whether they could enjoy their old positioning. Infusing a fresh breath of life into an age-old brand is a huge challenge as the brand needs to meet the new desires and aspirations of the new generation consumer. Technology advances faster than we can keep up. The number of devices we have access to and what they can do for us can be overwhelming for the manufacturer.   

Requires creativity in advertisement

Essentially, if the purpose is to get a consumer to think about a message, a nostalgic ad is not effective because the consumes expect more of their thoughts towards their memories instead of the ad’s content. It’s a very tricky game.

Conclusions

Retro marketing has become a phenomenon, and businesses are bringing it to products in almost every area such as automobile, fashion designing, beverages, music, and entertainment industry. The list is big. A feeling and emotion have wakened in the modern-day consumer. The business is cyclical; old brands are renewing and coming back to market. Nostalgia is powerfully triggering the consumers to purchase retro brands.

Adam Smith is one of the most famous Economist and Philosopher. He was Scottish by origin. He is famous for his book “The Wealth of Nations” published in 1776. Adam Smith’s writings are studied by 20^th and 21^st century philosophers, writers, and economists. Smith’s ideas of free market and their importance, assembly-line production methods, and gross domestic product (GDP) has formed the foundation for theories of classical economics.

The term “invisible hand” first appeared in Adam Smith’s famous work, The Wealth of Nations, to describe how free markets can incentivize individuals, acting in their own self-interest, often selling products and services not necessary for the society. The unobservable market force that helps the demand and supply of goods in a free market to reach equilibrium automatically is the invisible hand. The invisible hand is a metaphor for the unseen forces that move the free market economy. The constant interplay of individual pressures on market supply and demand causes the natural movement of prices and the flow of trade.

For example, pharma companies constantly identify new ailments. They describe the ailment generically making feel each one that they have it. The biggest example is “restless leg syndrome” it’s an irresistible urge of leg movement.  It’s not a serious condition. The pharma companies fund studies to make the ailment prominent. After they release the study, the hungry media catches it and spreads it on all media channels. The company uses this wild-spared study as promotion.  Now let’s see why it works. Drugs are easier than exercise. People prefer gulping a tablet than exercising. Psychologically it gives them the feeling of relaxation from the imagined condition. The customers of pharma companies are doctors, when they prescribe any medicines, we don’t question them, we buy them. A mild opiate-based painkiller, such as Codeine, is prescribed to relieve pain associated with restless legs syndrome. This interdependence incentivizes Pharma companies to make what is “socially” necessary, they are only bothered about filling their cashbox and their own well-being.

Critics argue that the invisible hand does not always produce socially beneficial outcomes, and can encourage greed, negative outwardness, discriminations, and other harms. The invisible hand is part of laissez-faire, meaning the “let do/let go,” approach to the market. In other words, the approach holds that the market will find stability without government or other interventions forcing it into unnatural patterns.

Cosmetics

Launched in 1952, Lakmé is the first home-grown successful cosmetics brand in India. The common Indian woman is expressive, confident and redefines the definition and meaning of beauty. The key factor driving the Indian beauty and personal care market is the growing focus among individuals on personal hygiene and skin health, flawless skin, trim and slim figure, hair care etc. This is especially true for the country’s large population of young people, who are increasingly becoming conscious about their looks. In addition, the availability of a wide range of affordable and effective beauty and personal care products is also helping to drive growth in the market. The major players in the market are focusing on product innovation and new product launches to meet the changing needs of consumers.

The Indian youth gives more importance to face and body image. This fact has forced boom in cosmetics and grooming products. The Indian cosmetics products market size is estimated at USD 1.35 billion in 2023. Consumers are discovering products and brands via advertisements and promotional campaigns on various social media platforms, including Instagram and Facebook. Before purchasing, they consider product reviews, other consumers’ recommendations, celebrity endorsements, expert blog posts, and social media comments. In addition, with the increasing internet penetration, the online market for purchasing cosmetics products has seen rapid growth in India in recent years. Furthermore, the demand for luxury cosmetics is increasing among millennials and Gen Z consumers, owing to their preference for grooming up regularly to look tidy and fashionable.

Bottled Water

One more example is of bottled water. Scary health studies gave messages to stay hydrated always. Big promotional amount was spent on municipal water called “mineral water”. What worked? People gave importance to keeping themselves hydrated. Bottled water are available everywhere conveniently. The water is affordable to all at 1000 times markup price.  Bottled Water’s story began with a humble cause. It was once considered a luxury item, reserved for special occasions or travellers in need of hydration. In the early days, people relied on tap water for their daily drinking needs. The idea of purchasing water in a plastic bottle became a trend.

The turning point for bottled water was the convenience it offered. Busy urban lifestyles and the on-the-go culture of the late 20th century created a demand for portable hydration. Plastic bottles, lightweight and easy to carry, quickly became the everyone’s choice. Suddenly, quenching your thirst became as simple as grabbing a bottle from the nearest store or vending machine. It was a revolution in hydration convenience.

One good thing happened. People started choosing bottled water over sugary drinks and carbonated sodas in their pursuit of a healthier lifestyle. The perception that bottled water was purer with mineral in it and safer than tap water also contributed to this shift. It became a status symbol of sorts, with brands touting their water’s source and purification methods.

Conclusion

The idea in invisible hand in market economy is that competition and self-interest will drive to offer the best products at the lowest prices to attract consumer demand, essential for securing profits. All this will contribute to raising social welfare. However, the reason behind this betterment of the human condition is ultimately selfish. Hence competition and self-interest will create a productive society contributing to the economy.

One of my PhD students is working on her thesis titled “Marketing Strategies for Tourism Industry;’’ the University practices progress review on research every year. One of the panellists asked her to explain what her contribution to the research is, and what are the 4 Ps of tourism?  My student has done a wonderful job; she tried explaining the 4 Ps, however, the panellist was not in a mood to listen to her explanation. How do we explain 4 Ps of tourism? Can we call tourism a tangible or an intangible product? The most accepted definition is provided by the World Tourism Organization (WTO), “tourism comprises the activities of persons travelling to end staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes”.

The natural curiosity of human to know different places, its culture, and desire of travel is inborn. People keep travelling for number of reasons. The travelling activities will never stop; therefore tourism activities will increase in the future more and more, especially with the development of transportations system and the information technology.

Nevertheless, tourism is a very multifaceted industry which involves numerous stakeholders right from government of a nation, hospitality stake holders, and the nature (environmental factors) themselves – each contributing to either its growth or downfall.

Lets understand the 4 Ps of tourism:

Product: First and foremost, tourism as a product differs from other products due to its large canvas. It covers a range of elements such as accommodation, food and beverages, transportation, scenic/heritage/historical/geographical/spiritual attractions, recreation and of course the customer’s own outlook. Not everything is tangible in it; it is a mix of tangible and intangible experiences. And a customer is going to like a “product”, which is a “destination” for a tourist. If the elements listed above are up to the tourist’s satisfaction, the product is purchasable.

In a marketing mix a product is any offering which satisfies customer’s requirement. Since tourism business is all about experience of TOURIST – this needs a different handling all together. It has to satisfy the tourist’s innate experiences.

Each tourist has his/her enigma; there are lot of tacit expectations of tourists. I personally think tourism as a product is complex in nature. It’s packaging matters.

Price: Price in case of tourism is the amount of money that customer pays for the package offer. Whether the package is highly priced, properly priced or is low priced is decided by the experience of the tourist. The pricing should be based on basis of offering made; the accommodation standard, food standard, transportation standard, recreation and the aspirations to be met with. Some destinations are expensively priced while some are modestly priced.

Tourism products are rarely identical. This is because locations differ and also because of the people and the components that make up the experience provided to a traveler.  It can be incredibly diverse and pricing strategies can evolve as a tourism destination develops.  The pricing varies according to the package: uniqueness of the destination, what value added services are provided inclusive of the experience, which segment is being served (middle income/ high income/ low income) the operating costs (fixed and variable) and break even of the service provider.

For most tourism businesses setting prices will be market based. It is driven by what do competitors with similar products and services charge within a given market. Let me clarify here, preferably being price competitive is not price driven, its product driven. It also depends on the seasonality element. In sense, tourism business is seasonal in nature.

Place: In case of tourism industry, distribution is a tricky aspect. In terms of definition, distribution is concerned with making the product available to the customer. It includes various activities undertaken to make the product accessible and available to target customers. Tourism being a service product, and here the customers need to be transported to various destinations (point of sale), its channels are tourist operators, agents, wholesalers, Tourist Company’s website, blogs etc. For the distribution channels in tourism understanding the distribution systems, recommended rates of commission, and the roles of various booking agents’ matters.

Retailers provide customers with an accessible place; either online or as a shop front by booking travel products.  They sell products to customers. Wholesalers are businesses that will sell product through established retail distribution channels both at shop front and online on behalf of the service provider.  They also sell individual product elements and link them to form packages. The role of the intermediary has been an important element at all stages experienced by the tourism sector. Technology has played a pivotal role in growth of travel industry.

Promotion:  Refers to informing the customers about existence of a product. The promotional activity consists of educating, persuading, reminding the customers about the product. A variety of media vehicles are available and being used by the tourism industry.

Tourism promotion uses a good promotional mix such as personal selling, advertisements in print media and electronic media, television etc. People prefer less-travelled destinations; these products require accommodations, transportations and infrastructural facilities of an international standard. Distinctive advertising strategies help to promote nation as a brand, which develops over so many choices in our world. Painting a tourism product in a positive light always helps in attracting potential consumers, and consequently the product consumed is the very essence of the advertising world.

The tourism business is highly hyper competitive in nature. The tourism destinations are faced with a rapidly changing surrounding, nature and increasing demands from travelers. It requires adaptable and workable marketing strategies. The world is well connected today – thanks to Internet. Nationally, tourism ministries of governments are tremendously responsible for its maintenance and development both. And, tourists are complex in nature; they go for overall holistic experience. In order to support the development of a destination that provides a seamless experience are the ones that click.

To sum it up – sky is the limit for growth of tourism sector. The 4 Ps can be developed in manifold and can be mixed and merged beyond imagination.